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Have you felt like your practice is stuck in neutral – or even worse, reverse?

I’ve met with many doctors who desire to stand out from the crowd and attract more patients. Many have tried quick-fix strategies or pushed their marketing departments for something different.

The problem is short-term thinking. To build a marketing platform that is sustainable and delivers long-term results, you have to focus on having your own personal physician website from which everything else branches off of.

Here are a couple of principles to keep in mind as you’re building a platform:

1. Get Clear on the Patients You Help and How You Help Them

The business that tries to be everything to everybody rarely last. And physician marketing that is designed to attract anyone and everyone doesn’t work.

When patients have a problem and search for it on Google, they’re looking for a specialist who they can relate to.

Without clarity, you run the risk of:

  • Your message coming across as scattered
  • Vague content that doesn’t resinate
  • Patients not knowing if they’re finding the best provider of care when they visit your site
  • Lost revenue from patients who don’t book appointments

Your job as the healthcare expert in your area of specialty is to provide the best content you can that educates and informs patients, who will then book with you after engaging with your content.

But this can’t happen until you’re clear on who you serve.

2. Outside Perspective Accelerates and Improves Results

Individuals can win awards, but teams win championships.

If you want to truly succeed at building a successful marketing platform, having the outside perspective of others will significantly improve your results.

Here are a few ways you can get the outside expertise you need to create the right knowledge and filters to succeed:

  • Read blogs on marketing and platform building
  • Join a group coaching or mastermind program
  • Get 1 on 1 marketing coaching
  • Go through a course or two on online marketing

There are so many great recourses and options available today, and finding the right help doesn’t have to be something that breaks the bank.

3. Maintain a Consistent Drumbeat of Activity

Remember, the goal is to create a consistent, sustainable marketing platform. Trust the processes, remain dedicated, the results will come.

Maintaining consistency with regular content creation and distribution is what ultimately separates the winners from the losers.

The more consistent you can be, the higher rankings you will have in Google. And, when others begin to focus on digital marketing, you’ll have established domain authority in Google’s eyes that will make it very difficult for your competition to outrank you.


One of the things I’ve learned is that people lose their way when they lose their why. To maintain the why behind marketing yourself, just think about how things will feel when you reach your patient goals. That dream will help keep you consistent in doing the things necessary to create a great marketing platform.